Once upon a time there were three businesses. They sold the same types of products in the same geographic area. But there were big differences in the way they presented themselves to their prospects.

One positioned himself as the “high price / high quality / high personal service” vendor. His company became known as the expert in the selected market niche of satisfying customers who liked feeling extra-special and were willing to pay for it. He dominated that portion of the marketplace while repelling the customer who was looking for bargains.

The second business was positioned as the “low price supplier” offering limited service, limited selection, and “Low, Low, One-Time-Only-Discount-Pricing.” The company specialized in the highly promotional end of the market and they dominated it. If you wanted first-class service and amenities you went elsewhere. If you wanted “cheap” or even the perception of “cheap” this is the place you went.

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